Your gift choice for your boss versus your subordinate would not be the same: The interplay of power and giver-receiver role on consumers' gift preferences

Past research on gift-giving behaviors has presumed equal and horizontal relationships between givers and receivers; however, in the real world, giver-receiver relationships often vary in their level of power, such as parent-child and boss-employee relationships. However, little is known regarding how the difference in power in the giver-receiver relationship influences people's gift choices. Building on construal level theory, the present...